The myth of the ethical consumer - do ethics matter in purchase behaviour?

Marketing ethics and social responsibility are inherently controversial, and years of research continue to present conflicts and challenges for marketers on the value of a socially responsible approach to marketing activities. This article examines whether or not consumers care about ethical behavio...

Full description

Saved in:
Bibliographic Details
Published inThe Journal of consumer marketing Vol. 18; no. 7; pp. 560 - 578
Main Authors Carrigan, Marylyn, Attalla, Ahmad
Format Journal Article
LanguageEnglish
Published Santa Barbara MCB UP Ltd 01.12.2001
Emerald Group Publishing Limited
Subjects
Online AccessGet full text

Cover

Loading…
More Information
Summary:Marketing ethics and social responsibility are inherently controversial, and years of research continue to present conflicts and challenges for marketers on the value of a socially responsible approach to marketing activities. This article examines whether or not consumers care about ethical behaviour, and investigates the effect of good and bad ethical conduct on consumer purchase behaviour. Through focus group discussions it becomes clear that although we are more sophisticated as consumers today, this does not necessarily translate into behaviour which favours ethical companies and punishes unethical firms. The article concludes by some thoughts on how marketers might encourage consumers to engage in positive purchase behaviour in favour of ethical marketing.
Bibliography:ark:/67375/4W2-JJHCKXRQ-2
filenameID:0770180701
original-pdf:0770180701.pdf
href:07363760110410263.pdf
istex:4B9A7ACDEC90D1C660C380D7648A57DFA97E543F
ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:0736-3761
2052-1200
DOI:10.1108/07363760110410263